Hear the Music, Experience the USA

A global content campaign grounded in something everyone in the world can feel good about: American music.

Published On
Jun 24, 2019

Description

Music is the sound of culture. From guitar licks and banjo picks, to brass horns and thumping bass, music opens the door to local personality and amazing discoveries around every corner.  With this in mind, Mustache, part of Cognizant Interactive, partnered with Brand USA -- the leading organization dedicated to marketing the United States as a premier travel destination -- to create a music-driven tourism campaign spanning the country.  


The hook: Taking viewers to culturally-diverse cities across the USA to meet up-and-coming hometown musicians.  These artists were challenged to capture the sound of their city through a regional interpretation of an iconic American song.


The result: Three beloved songs in 15 distinct flavors, each set to the tune of the local sights, sounds, myths, loves, struggles, and triumphs of the artist's home.  The Romantics' "What I Like About You" by way of Kentucky bluegrass.  KC & The Sunshine Band's "Boogie Shoes" reborn as authentic Mississippi blues.  Bobby Freeman's "Do You Wanna Dance" channelled through the soul of Puerto Rico.  And much more, all engaging a global audience of travelers and music lovers.

 

Credits

Date
Jun 24, 2019
Agency:
Mustache
Executive Producer:
John Limotte
Executive Producer:
Dylan Edgar
Director:
Kevin Mastman
Senior Creative Director:
Will Bystrov
Senior Creative Director:
Adam Kline
Senior Account Executive:
Roomie Huh
Director & Senior Producer:
Danny Walton
Post Production Supervisor:
Ashley Lebrun
Editor:
Andrew Thomas
Director of Development:
Aaron Schneeberger
Project Manager:
Michelle DiRaimo
Supervising Producer:
Lubomir Madolev
Post Production Producer:
Gwen Breitstein
Lead Editor:
Jae Lee
Editor:
Brittany Kaplan
Art Director:
Claudeland Louis
Client:
Visit The USA
Chief Marketing Officer:
Tom Garzilli
VP of Integrated Marketing:
Tracy Lanza
Senior Director Consumer Marketing:
Nick Mattera
Senior Manager Consumer Marketing & Social Media:
Susan Zachar
Senior Coordinator Consumer Marketing & Social Media:
Alex Lacson
Director of Emerging Platforms & Audience Development:
Jesselle Macatiag
Senior Director Digital Development:
Mark Lapidus

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